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Year End Donations Fund Running Water

Case Study

Elevated User Experience

Animal Haven

Finding homes for abandoned cats and dogs throughout the New York City Tri-State area.

The Challenge

Serving the New York City Tri-State area since 1967, nonprofit Animal Haven provides shelter and adoption services for rescued cats and dogs.

Its dedicated team delivers expert care to enhance an animal’s chances for lasting adoption, such as training, rehabilitation, enrichment outings, and post-adoption support.

From their staff to volunteers to donors, the passion for enriching the lives of homeless animals is evident throughout the life of each pet.

However, Animal Haven struggled to convey their comprehensive approach to animal welfare online. The organization needed a more compelling narrative to clearly articulate their unique value to potential stakeholders and supporters.

Moreover, the steps to adopt were unclear and difficult for interested individuals to navigate.
 
Lastly, Animal Haven relied on cumbersome manual processes and custom solutions to manage and feature adoptable-pet listings. This drained staff resources, making burnout a real possibility and a challenge to keep adoption listings current and accurate.

CauseMic needed to address the following questions from Animal Haven:

  • How can we effectively connect our technology systems so available adoptable pets are automatically featured on our website?
  • How can we reduce our dependency on custom-coded solutions for our website? 
  • How can we best leverage the HubSpot platform to maximize our capabilities and extend our reach to supporters? 
  • How can we modernize our existing brand to effectively tell our story and to create a visually engaging donor journey?
  • How do we improve the digital adoption process for a friction-free user experience?

Our Solutions

  • We recommended HubSpot as the primary content management system to support Animal Haven’s desire for a smooth user adoption experience, provide an intuitive editing experience for back-end users, and easily integrate with other marketing tools including forms and e-mail applications.
  • After implementing HubSpot, we developed a custom API integration with Animal Haven’s ShelterLuv adoption portal. With manual effort no longer needed, this automatically created a pet listing page whenever a new animal was available for adoption.
  • We facilitated the reconfiguration of Animal Haven’s sitemap to make information architecture clear and concise to a first-time visitor.
  • CauseMic and Animal Haven incorporated HubSpot forms into the redesigned website to improve the collection of contact information and supporter data.
  • We facilitated Animal Haven through three rounds of design review, not only to ensure concept designs fit well within the new look and feel of their updated website, but to provide users with a compelling story. 

The Results

Animal Haven benefits from significantly improved content management, including a notable decrease of manual effort, capacity issues, and potential staff burnout.

The end product created a user-friendly experience, not only for back-end personnel but for potential adopters and supporters.

Providing clear and simple steps to follow, the new website greatly streamlined the online adoption process and told Animal Haven's story with visual, engaging appeal. 

The improved capture of supporter data enabled audience segmentation for more relevant and personalized stakeholder journey. 

"Internally, it felt like a rough time for us to launch a new website. But CauseMic was so supportive throughout the entire process, and I knew we were in great hands! We really couldn’t have asked for more. CauseMic is top tier.”

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Nicole Chan
Director of Marketing & Communications

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